LEVI'S X MIND
Wednesday, 1 May 2019
The collaborative collection between heritage denim brand, Levi's, and the mental health charity Mind, has been created to inform the final major project module of my degree. This collaboration first sparked after the in-depth primary and secondary research was conducted during my dissertation. After realising the effects fashion can have upon a consumers mental health, be that positive or negative, it felt appropriate to build upon these findings by creating something that links the two.
Within this project I have designed garments and styled these within a lookbook, created a promotional campaign video, planned an event, and written a marketing strategy report with an additional communications campaign integrated within the document. This project has been managed carefully by myself from start to competition, and the outcome is representative of solely my work. It has allowed me to express my creativity across all areas of fashion promotion and I feel that I have created a feasible and innovative collection.
Levi's X Mind is a hypothetical collection set to launch 01/09/20. The aim of this collection is to execute a communications
campaign to promote the
collaborative collection between
Levi’s X Mind, within the UK
affordable luxury market, in correspondence with World mental
health awareness day (10/10/20), Autumn
2020. This collaboration also hopes to improve the awareness of
Levi’s’ commitment to charitable
organisations by highlighting
the collaboration between
themselves and Mind, to the
target demographic of 18-34s,
while creating a conversation
around mental health awareness. The collection also aims to generate a 70% Net profit
from each item sold from the
collaboration after the launch
on 1st Sept 2020, of which all
proceeds will be donated to Mind.
There are a number of over-arching themes that have been considered thoroughly, to
inform this collection. The range includes elements which build upon Levi’s classic
designs and uses the heritage batwing logo in a unique way. By replacing the ‘I’ of
Levi’s with a semi-colon, this collection gained a subtle acknowledgement of the
symbol for mental health awareness. The use of a semi-colon denotes a pause, rather
than an end. Thus, this symbol has been utilised throughout and is present on items
within the collection, as well as supporting graphics. In a similar respect to raise
awareness, the hashtag #ISITME? has been applied to garments, graphics and within
the aiding digital promotions campaign. To adhere to the branding of Mind, the shade
of blue used for their logo has been applied throughout this collection. Therefore, the
adaptation of the red tab and printed t shirts has been made, and a blue logo and tab
has been designed.
STAUD magazine
Sunday, 28 April 2019
STAUD are a LA based clothing and accessory brand, retailing within the affordable luxury and sustainable fashion sectors. Created by Sarah Staudinger in 2015, the designer brand aims to be accessible to all women, while simultaneously empowering them. After discussing the brand values of STAUD, the group became immersed in the target market and image of the brand, and began to create something special. Individually, we each took on a specific role that adhered to out personal strengths and I became responsible for writing overseas content as an International Journalist. Durning the project, I took a trip to the US and created a number of articles from an American perspective. This idea arose from the brands' US roots and seemed appropriate to inform the reader of the aspiration LA lifestyle. Other articles of mine included topics of fast-fashion and celebrities in STAUD clothing.
In addition to my written work, I also took on an organisational role by creating a calendar and flat-plan of the prospective 6-week schedule for this magazine. I pride myself on being organised and well prepared, and therefore this suited my qualities. Overall, this project has taught me that despite my instinct to be in control and make decisions as a leader, it is both enjoyable and challenging to work with other strong-minded creatives. However, I have learnt to take a step back when necessary and I have gained skills as a team player during this project.
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| Contributors: Katie Greenwood, Laura Townsend, Amy Cameron, Charlotte Rollin, Sophie Dickson Photographers: Rosie Butcher, Sam Chignell Illustrator: Maisie Smith |
By enlisting the help of professional photographer, Rosie Butcher , we carried out a location shoot to advertise the latest collection from the brand. During this shoot, I acted as a stylist to direct each shot alongside my team-members. We shot in Manchester central library and China town.
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